HCMC – Vietnamese firms are calling for stronger brand positioning in the digital marketplace, warning that without stronger digital identities, domestic products risk losing ground to foreign rivals and counterfeit goods.
At a seminar in HCMC on September 9, business leaders stressed that consumers increasingly search and shop via smartphones, making online brand visibility a critical factor. Lu Nguyen Xuan Vu, chairman of the Saigon Entrepreneurs Association, said companies without a clear digital presence risk being left behind, especially as fake and low-quality goods spread rapidly.
Retailers highlighted that consumer trust hinges on product quality. Saigon Co.op, which keeps over 90% of its shelves stocked with Vietnamese goods, said strict quality control is essential to building lasting confidence in domestic brands.
Exporters pointed to challenges in global markets. Nguyen Dinh Tung, CEO of Vina T&T and vice chairman of the Vietnam Fruit and Vegetable Association, said fragmented production and uneven standards have left Vietnamese farm produce with weak branding abroad. Stronger brand identity, he added, would allow goods to secure higher prices and penetrate demanding markets such as the U.S. and Europe.
Executives from Bidrico and Arobid underscored the need for stronger brand protection, transparency, and standardized product data on e-commerce platforms to help local firms compete internationally.
Nguyen Van Dung, vice chairman of the city’s People’s Committee, said building trusted digital brands is now critical. Vietnamese firms are under pressure from international brands, low-cost imports, and widespread intellectual property violations.
To address this, HCMC is enhancing intellectual property protection, encouraging digital transformation in management and marketing, and developing a transparent e-commerce ecosystem. The city also aims to leverage large enterprises to support small and medium-sized firms.
